The FMCG market is highly competitive. Brands compete on
packaging, price and position. Contital i2r launched a range of
smooth wall aluminium foil trays for the food industry into a
market that was already dominated and well established by large UK
and European players.

With only one opportunity to launch, i2r had to make an impact
on a start up budget. Liquid worked on the company positioning and
personality, creating a contemporary and quirky tone of voice that
ran through all the communications activity - from direct mail to
the launch press release. Particular attention was paid to the
photography with an urban and gritty feel illustrating that i2r
really 'meant business'. The launch with its bullish tone of voice
dominated the trade press and a drip feed of activity and the
repeated use of the same style of pictures kept i2r front of mind
and never out of the spot light.

Within three years, Contital i2r went from being the 'new kid on
the block' to the largest producer of smooth wall aluminium foil
trays in the UK.

Today, the PR activity has evolved. Media relations is
complimented by exhibition support, online targeting, influencer
support and direct mail......but it all follows the same approach
and tone of voice that i2r launched with. The biggest compliment is
the change in approach from i2r's competitors. They have shaken off
their traditional images and are desperately trying to copy. Liquid
and i2r will continue to keep one step ahead.